For the nano readers: "Carbon Neutral" is becoming a buzz. Look at your product or service. How can you ride the wave of enthusiasm for saving the planet? (I mean really ride the wave, don't just paddle around in the shallows.)
COPYSCHOOL IS IN:
Why am I dwelling on 'subvocalising'* in a course of instruction on 'finding your voice as a copywriter'? (I am sorry, if I have to answer that for you, you're not equipped for the rest of the course.)
People don't subvocalise all the time (Correction: really poor readers do). But most readers tend to subvocalise when they read: 1. poetry 2. letters from friends 3. difficult to understand information. There are probably other cases. (I am doing this research as we go, OK?)
what does this tell us? Poetry - drama and emotion. Letters - intimacy, personal. Hard info - need to know. What does this suggest to you?
Homework: Collect examples of copy that you find yourself subvocalising (hearing). File them. Ask others about their subvocalising experience.
*Hearing the words spoken in their head.
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